US(CA): Supplier takes educational approach on fuyu persimmons

In an effort to widen the market for fuyu persimmons, one California company is reaching out to consumers and retailers with a new branded effort called “Simple Simmons.”

“[The fuyu persimmon] is a very versatile piece of fruit,” says Michael Reimer of Brandt Farms, located in Reedley, CA. Reimer says that fuyu persimmons perform well in place of sweet tree fruit like apples and pears. “The flavor of persimmons is very sweet with a kind of fall spice and a nutty type of flavor,” says Reimer. “We think it’s a nice fall item.”

But Brandt Farms has found that consumers tend to be unaware of the persimmons’ flavor profile and potential. With “Simple Simmons,” they hope to change that. Says Reimer, “Simple Simmons is a brand that we are using to try to message the simplicity of the product.”

The brand launched this year with a 3 lb. clamshell core product, and is backed by in-store displays and a strong online presence. The brand has its own dedicated website and social media streams, with recipes tips, and promotional posts.

“We’re trying an educational approach,” says Reimer. With “Simple Simmons” available to retailers across North America, Reimer hopes this new approach will appeal to consumers nationwide.